Although the tourism industry welcomes the South African Government’s announcement of a R6.5 million investment to improve air access to attract more tourists, there is concern that unless this investment is matched with deliberate planning to benefit all provinces, not just established hotspots, South Africa risks deepening regional imbalances in its tourism economy.
Although tourism has rebounded to 82% of pre-pandemic levels, the majority of international visitor traffic remains concentrated in Cape Town and the Kruger National Park. Other regions – despite offering rich tourism assets – remain under-visited. The Garden Route accounts for just 4% of arrivals, KwaZulu-Natal 2.7%, and Mpumalanga (excluding Kruger) a mere 0.8%.
Alan Campbell, Sales and Marketing Director at ANEW Hotels & Resorts, says the government’s investment in air access is optimistic, but it must be viewed as a foundation not a finish line.
“This is the kind of catalytic investment we’ve been hoping for and it should be applauded,” says Campbell. “But now the real work begins: ensuring this increased air access opens the door for growth in underserved provinces like Limpopo, KwaZulu-Natal and the Eastern Cape, not just reinforcing the dominance of already-successful destinations.”
“Visitor recovery for hotspots Cape Town and Kruger have already surpassed 100% and although that is worth celebrating, they cannot become the only stories we tell,” Campbell says. “Without coordinated investment across provinces like KwaZulu-Natal, Limpopo and the Eastern Cape, we risk deepening regional inequality and missing out on the full potential of South Africa’s tourism economy.”
He says that while President Cyril Ramaphosa’s 2025 State of the Nation Address rightly positioned tourism as a national priority, meaningful change will only come if industry and government align around a shared vision for inclusive tourism development.
“Improving air access is a vital piece of the puzzle but without parallel investment in infrastructure, regional marketing and capacity-building, many areas will remain out of reach for international travelers,” Campbell adds.
As industry leaders gather for Africa’s Travel Indaba 2025, ANEW Hotels & Resorts supports the Southern Africa Tourism Services Association (SATSA) in calling for a more coordinated, inclusive tourism strategy that builds resilience across the country, not just in its best-known destinations.
“Africa’s Travel Indaba is a critical opportunity for private-sector collaboration. If we want to compete with global destinations that benefit from massive public-sector support, we must first act like a unified industry at home,” Campbell says.
“It’s no longer enough to rely on government alone,” Campbell adds. “The time has come for the tourism industry to lead with intention. Collaborate, even across competitors, to strengthen the entire sector. We need to stop waiting and start building partnerships that put lesser-known destinations on the map.”
With challenges like energy instability, urban flooding and limited air access to regional hubs, Campbell calls for dedicated infrastructure planning and marketing strategies that de-risk investment outside the dominant centres.
“This is an opportunity for both the public and private sector to collaborate more intentionally,” Campbell says. “We have a chance to design air routes and infrastructure strategies that de-risk investment in lesser-known areas and bring much-needed economic activity to communities outside the spotlight.”
He adds that recent hotel closures in provinces like the Eastern Cape are not due to a lack of demand, but rather poor accessibility and underinvestment, gaps that the new air access funding could help close if deployed strategically.
“We need to stop waiting for perfect conditions and start building bridges literally and figuratively,” says Campbell. “Let’s use this momentum to tell a broader story of South Africa, one where every province can thrive.”